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Section A: General Information
INSTRUCTION: Please read EACH question carefully and provide the correct information by placing a TICK (√) in the boxes provided.
Q1. How often do you purchase hair care products?
o Rarely o Sometimes o Often o Very often
Q2. When did you make your last purchase of hair care products?
o Less than 1 month o 1 - 3 months o 3 - 6 months o 6 months -1 year
Q3. How much do you spend for hair care products per visit?
o Below RM 30 o Below RM 50 o Below RM 70 o Below RM 100 o Below RM 200
Q4. What kind of hair care products you use on a regular basis?
o Shampoo o Hair Colour o Conditioner
o Hair Styling Products o Hair Oil
o Others (please specify):
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Q4. Please select the brands under hair care products that you’re well aware of. (You may choose more than one)
o Sunsilk o Pantene o Clear o Rejoice
o Head & Shoulders o Dove
o Others (please specify):
Q5. Which of the brands listed above have you used before? (You may choose more
than one) o Sunsilk o Pantene o Clear o Rejoice
o Head & Shoulders o Dove
o Others (please specify):
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Section B: Construct Measurement
INSTRUCTION: Based on the statement, please CIRCLE the most suitable answer to indicate the importance rating of attribute with the statement by placing a circle on a scale of 1 to 5.
Strongly Disagree (SD)
Disagree (D) Neutral (N) Agree (A) Strongly Agree (SA)
1 2 3 4 5
Question
Brand Association
1 I trust the parent brand/corporation who owns the particular hair care product.
1 2 3 4 5
2 I am familiar with the hair care products or brands that appear in various
marketing media.
1 2 3 4 5
3 There are reasons to buy this particular product/brand over the competing product/brand that appeared in the social media
1 2 3 4 5
4 Different brands has its own personality. 1 2 3 4 5 5 This particular product/brand which I
prefer is different in comparison with the other competing product/brands.
1 2 3 4 5
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Question
Brand Loyalty
1 I am satisfied with my regular hair care product/brand.
1 2 3 4 5
2 I would recommend this particular product/brand to others.
1 2 3 4 5
3 I will not switch to another product/brand.
1 2 3 4 5
4 I usually use my regular product/brand as my first choice in comparison with the other product/brand.
1 2 3 4 5
5 I regularly refer or follow the progress or updates on this product/brand.
1 2 3 4 5
Question
Brand Awareness
1 I can quickly recall symbol or logo of the hair care products/brands in different marketing activities or places.
1 2 3 4 5
2 Some characteristics of my regular product/brand that appear in different situation or marketing activities come to my mind quickly.
1 2 3 4 5
3 I’m aware of the hair care products/brands in market.
1 2 3 4 5
4 I can recognize my regular
product/brand in comparison with the other competing product/brand.
1 2 3 4 5
5 I know how my usual product/brand looks like.
1 2 3 4 5
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Question
Social Media Marketing 1 Content of my favourite hair care’ social
media seems interesting.
(Information, contests, visuals, creativity and etc.)
1 2 3 4 5
2 It is easy to provide my opinion through the brand's social media.
1 2 3 4 5
3 Content of the brand's social media is the latest information.
1 2 3 4 5
4 The brand's social media offer a customized information search.
1 2 3 4 5
5 Conversation or opinion exchange with others is possible through the brand's social media.
1 2 3 4 5
6 I would like to pass information on my preferred brand, product, or services from the brand's social media to my friends.
1 2 3 4 5
Question
Brand Equity
1 It makes sense to buy my regular brand instead of any other brand, even if they have similar characteristics.
1 2 3 4 5
2 Even if another brand has the same features as my regular brand, I would prefer to buy my usual brand
1 2 3 4 5
3 Make sense to buy my regular hair care brand instead of any other brands even if they have the same quality
1 2 3 4 5
4 Make sense to buy the regular brand instead of any other brands even if they are in the same price.
1 2 3 4 5
5 I consider myself to be consistent to the regular brand.
1 2 3 4 5
6 My regular product/brand would be my first choice all the time.
1 2 3 4 5
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Section C: Demographic Profile
INSTRUCTION: Please read EACH question carefully and provide the correct information by placing a TICK (√) in the boxes provided.
1. Gender o Male o Female
2. Age
o 18-21 years old o 21-25 years old o 25-30 years old o 30-35 years old
3. Level of education o STPM o Pre-U o Diploma
o Bachelor of Degree
o Others (please specify: ________)
4. Monthly income (including pocket money) o <RM 500
o RM501-RM1000 o RM1001-RM1500 o >RM1500
Thank you for completing this questionnaire.
Your participation is sincerely appreciated.
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Appendix 3.2: SPSS Output: Pilot Test
Brand Association
Case Processing Summary
N %
Cases Valid 30 100.0
Excludeda 0 .0
Total 30 100.0
a. List wise deletion based on all variables in the procedure.
Reliability Statistics Cronbach's
Alpha N of Items
.904 5
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Brand Loyalty
Case Processing Summary
N %
Cases Valid 30 100.0
Excludeda 0 .0
Total 30 100.0
a. Listwise deletion based on all variables in the procedure.
Reliability Statistics Cronbach's
Alpha N of Items
.854 5
Brand Awareness
Case Processing Summary
N %
Cases Valid 30 100.0
Excludeda 0 .0
Total 30 100.0
a. Listwise deletion based on all variables in the procedure.
Reliability Statistics Cronbach's
Alpha N of Items
.923 5
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Social Media Marketing
Case Processing Summary
N %
Cases Valid 30 100.0
Excludeda 0 .0
Total 30 100.0
a. Listwise deletion based on all variables in the procedure.
Reliability Statistics Cronbach's
Alpha N of Items
.898 6
Brand Equity
Case Processing Summary
N %
Cases Valid 30 100.0
Excludeda 0 .0
Total 30 100.0
a. Listwise deletion based on all variables in the procedure.
Reliability Statistics Cronbach's
Alpha N of Items
.938 6
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Appendix 3.3: SPSS Output: Central Tendencies
Brand Association
Statistics
Q1 Q2 Q3 Q4 Q5
N Valid 152 152 152 152 152
Missing 0 0 0 0 0
Mean 3.5724 3.5263 3.5658 3.7566 3.5921
Std. Deviation .74231 .84530 .88901 .96286 .90879
Ranking 3 5 4 1 2
Brand Loyalty
Statistics
Q1 Q2 Q3 Q4 Q5
N Valid 152 152 152 152 152
Missing 0 0 0 0 0
Mean 3.7763 3.6579 3.1184 3.6908 3.1316
Std. Deviation .89293 .89963 .96929 .88575 .98790
Ranking 1 3 5 2 4
Brand Awareness
Statistics
Q1 Q2 Q3 Q4 Q5
N Valid 152 152 152 152 152
Missing 0 0 0 0 0
Mean 3.4671 3.3618 3.6447 3.7697 3.8684
Std. Deviation .86826 .87307 .85667 .78454 .81121
Ranking 4 5 3 2 1
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Social Media Marketing
Statistics
Q1 Q2 Q3 Q4 Q5 Q6
N Valid 152 152 152 152 152 152
Missing 0 0 0 0 0 0
Mean 3.2368 3.2566 3.4013 3.2697 3.3421 3.2500 Std. Deviation .88203 .75902 .79118 .78875 .79822 .83982
Ranking 6 4 1 3 2 5
Brand Equity
Statistics
Q1 Q2 Q3 Q4 Q5 Q6
N Valid 152 152 152 152 152 152
Missing 0 0 0 0 0 0
Mean 3.5000 3.5329 3.4408 3.4408 3.5789 3.5461 Std. Deviation .83785 .86826 .88948 .93308 .87289 .92671
Ranking 4 3 5 6 1 2
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Appendix 4.1: SPSS Output: Reliability Test
Brand Association
Case Processing Summary
N %
Cases Valid 152 100.0 Excludeda 0 .0
Total 152 100.0
a. List wise deletion based on all variables in the procedure.
Reliability Statistics Cronbach's
Alpha N of Items
.829 5
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Brand Loyalty
Case Processing Summary
N %
Cases Valid 152 100.0
Excludeda 0 .0
Total 152 100.0
a. Listwise deletion based on all variables in the procedure.
Reliability Statistics Cronbach's
Alpha N of Items
.844 5
Brand Awareness
Case Processing Summary
N %
Cases Valid 152 100.0
Excludeda 0 .0
Total 152 100.0
a. Listwise deletion based on all variables in the procedure.
Reliability Statistics Cronbach's
Alpha N of Items
.849 5